Coors Brewers and Celtic and Rangers football clubs have announced that Carling branding will be removed from children's replica shirts from next season.
The move comes two years before the Portman Group's ban on branding on child size replica shirts is due to come into effect.
Mark Hunter, chief executive of Coors Brewers, said: "Coors and the Old Firm clubs have a long track record in working together to champion responsible drinking.
"This means ensuring that sponsorship is not improperly targeted at people under legal drinking age - this initiative underlines that aim."
Coors have been working as part of the Scottish Government & Alcohol Industry Partnership.
Cabinet Secretary for Health and Wellbeing Nicola Sturgeon said: "We see it as an important and necessary step forward that members of the Portman Group have agreed to remove alcohol branding from children's replica sports shirts. We welcome the announcement by Coors and the Old Firm to make this move ahead of time, and their continued commitment to promoting responsible drinking."